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MKT 201: Multiculturalism in the Marketplace: Home

Business Librarian


Alexandra Howard

Business & Entrepreneurship Librarian

Ekstrom Library

Additional Resources

Team Project Topic


UofL Office of Research and Innovation and UofL College of Business


The Office of Research and Innovation is interested in collaborating with the College of Business in identifying opportunities for a student-run beverage establishment at their physical space in NuLu that will be open to the UofL and Louisville communities. These opportunities can involve either the creation of an entity or partnering with an existing organization or company to launch this service establishment. 

Research Challenge:

  • Create a profile of the target audience using primary and secondary research.
  • Conduct interviews to identify the types of beverage establishments that would appeal to the target market.
  • Using these insights, propose several factors that will contribute to the establishment's success or that must be addressed to overcome obstacles to its success. 

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